Every January, I sit down to write down my predictions for the coming year as it relates to social media and consumer behavior. And this year I noticed one trend in particular: the rise of customers to influencers.
Over the last 18 months, we’ve seen people boycott brands, block campaigns and significantly improve their marketing skills. We know how influencer deals work, we see behind the scenes and in many cases we now view influencers as brands themselves. This changes the way we trust them and how we want to engage.
It got me thinking: What if customers were the new influencers?
This article is about this change. Why consumers are growing increasingly weary of influencer culture, what happens when brands focus on their customers instead, and how every business – big or small – can start developing their own customer influencer strategy. Because in 2025, I believe the smartest brands will be the ones giving the microphone to their customers.
Table of contents
Why brands are abandoning influencers
In the last year or so, sentiment towards influencers has changed. At the beginning of 2024, we experienced the “blockade” after the Met Gala – entire communities boycotted brands and YouTubers at the same time.
For me, this moment highlighted how powerful consumers have become and how different the brand-consumer relationship looks today compared to just a few years ago.
This happens around big cultural moments like Coachella. I remember seeing an influencer’s White Fox gift haul where she casually pulled out a Dyson Airwrap. Half of the comments were people saying: “Wow, I wish this life would find me” and the other half was angry and called it a “disgusting display of not only wealth but opportunity.” It was so indicative of the gap between aspiration and alienation.
That’s why REFI Beauty’s approach felt so refreshing. Instead of flying out influencers for another glamorous trip, they invited their own customers on a group vacation to showcase a new collection.
When influencers are now brands themselves, then consumers are perhaps best positioned to retain the trust, authenticity and connection that traditional influencer marketing has lost.
The Benefits of Exchanging Influencers for Customers
I’m not saying we should completely abandon influencers – they still have their place. But I think there’s something really powerful about putting customers in the spotlight. When brands do this, the benefits are clear.
Authentic, relatable content
One of my favorite examples is Toco swimminga London-based swimwear brand run by two sisters. Instead of hiring influencers or models, they invited their own customers to model their new summer collection.
They shared behind-the-scenes glimpses on Instagram, gave people a chance to try on pieces, and I’m sure those who attended got to take some products home with them. For the brand, this meant great content and big savings on model fees. For customers, it was an experience with a brand they already loved.
I remember thinking: This is incredible — Maybe that could be me next time if I’m brave enough.
A brand presence that reflects your community
Hooka Scottish-based hosiery brand, takes a different approach.
They don’t work with influencers at all. Instead, they browse their tagged posts and reach customers whose content they like. You pay these people a small fee for the rights, and suddenly their entire network is filled with real customers.
It is a cost-effective way for the brand to source authentic content. It’s exciting and affirming for the customer – who doesn’t want to be featured by a brand they love?! And once you’re in the spotlight, you’ll likely post even more about the brand.
Word of mouth that actually works
Here’s the thing: If a brand featured me, I would tell my friends, I would tell my colleagues, and I would post it on my own grid.
Sure, maybe this only reaches ten people. But these ten people know me. You trust me. You have seen me wearing the product in real life. This kind of ripple effect feels stronger than a stranger with 100,000 followers telling me to buy something.
Loyalty that lasts
The other big advantage is loyalty. When you present to customers, you show them that you value their support, and that’s important. When people feel recognized, they stick around. They spend more, engage more, and tell their friends. It’s personalization in the truest sense of the word – not an algorithm guessing what I want, but a brand showing me that I’m part of their story.
For me, this is the real opportunity. Leveraging your customers in this way is a smart way to build deeper and lasting relationships.
Here’s how to get started with your own customer influencer strategy
If you’re a smaller brand, this might sound intimidating. However, getting started doesn’t have to be complicated or expensive. Here are a few ways I think it works well:
1. Make communication easy.
The first step is to create a clear place where your audience knows they can pursue opportunities. It could be an Instagram broadcast channel like REFI Beauty’s, where links are shared to apply for community outings or event registrations.
Or it could be a simple landing page, for example Coco Art where customers register once and automatically take part in future prize draws.
Consistency is important. Your customers shouldn’t have to search across ten channels wondering how to get engaged.
2. Decide how you want to engage customers.
Think about what these options should look like.
Would you like them to be part of your content, like Toco Swim’s photo shoots? Want to replace influencer gift trips with customer trips like Coco Kind? Or do you want to highlight people virtually like The Productivity Method does with their “Day in the Life” grid takeovers?
There’s no one right way – it’s about choosing what feels most natural for your brand.
3. Ask your community what they want.
Sometimes the best ideas come directly from your customers. I love the “IKEA effect,” which basically says that people value something more when they feel like they helped build it. So why not ask?
You could post a series of Instagram stories, create a LinkedIn poll, or send out an email that simply says, “We’d like to engage you more – what would make that valuable to you?” I can now well imagine the reactions: ideas for trips, content formats, events that no one would have even thought of. And to be honest: your customers are often much more creative than you.
I can imagine an entire campaign would be structured this way – sharing the submissions, highlighting the community’s suggestions, and letting people vote on what excites them. Not only do you end up with great ideas to work with, but you also create that sense of co-ownership. Customers begin to feel like they are part of the brand and not just buyers of a product.
4. Don’t limit yourself to personal experiences.
Not every company can afford to fly their customers to Spain for a market launch. And that’s okay!
Virtual options can be just as impactful. Think story takeovers, everyday content, or simple features in your grid. I’ve seen brands highlight customers in their feed with tags and shout-outs, and honestly, that recognition goes a long way.
Even a small part of your online presence (like an Instagram post, story highlight, or LinkedIn feature) can mean everything to the people who love your brand.
5. Reward participation.
Finally, think about what you can offer in return. It could be a free product, early access, or even a small payment for content rights like Snag does.
It’s not about creating an elaborate influencer-style contract; It’s about showing your customers that you value their time and creativity. This recognition is what keeps people coming back, posting more, and becoming long-term advocates.
Ultimately, it all comes down to giving your customers space in your brand story. Whether physical (through travel or shoots) or digital (through acquisitions and features), it’s about giving them real estate in your presence and making them shine.
Put influence back in the hands of customers
I don’t think influencers are going away any time soon, but I do think 2025 will be the year that consumers finally get their chance.
The past year has shown us how much power people have when they block, boycott or denounce brands, and honestly I find that fascinating. If we can channel that same energy into positive, community-driven opportunities, everyone will benefit.
For me, this whole idea came from a very real place: I was scrolling on TikTok, seeing the backlash to the generous gifts, and then watching brands like REFI, Toco Swim, and Snag do things differently. It felt fresh. It felt exciting. It got me thinking, Maybe next time it could be me.
This is the heart of it: give your customers the chance to feel seen, to feel valued and to feel like they are part of your story. When you do this, you don’t just fill a content calendar, you build real trust and lasting loyalty. And as someone who lives and breathes this space, I firmly believe that the smartest brands in 2025 will be the ones that hand the spotlight to the people who already love them the most.